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Social @ Scale 2013

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Presentation for PR Society of America, Fort Worth Chapter on Social Media Case Studies.

Published in: Business

Social @ Scale 2013

  1. 1. SOCIAL @SCALECOSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 1
  2. 2. TALKING ABOUT THIS• State of Social Media• RadioShack Social Presence• Social Commerce• Case Study• Closing Thoughts 2
  3. 3. SOCIAL MEDIA EXPANDINGSource: State of Social Media 2012 - http://www.slideshare.net/socialnerdia 3
  4. 4. DIGITAL+SOCIALEVOLUTION 4Source: Logic + Emotion David Armano - http://darmano.typepad.com/logic_emotion/2012/05/social_biz.html
  5. 5. SOCIAL LAYERSBRANDS NEED TODEFINE THEIR BRANDSTORY.BALANCE BETWEEN- Paid- Promoted- Owned- Shared- Earned 5Source: Social Media Brandsphere – Brian Solis & JESS3 - http://upload.wikimedia.org/wikipedia/commons/7/70/Brandsphere.jpg
  6. 6. BUSINESS IMPACT OF SOCIAL 6Source: Facebook Sales Mashable - http://mashable.com/2012/11/01/facebook-sales/
  7. 7. [SOCIAL] IS AN INGREDIENT TOTHE SOUP . 7Source – Doug Mack, CEO, One Kings Lane
  8. 8. YOUR SOCIAL MEDIA JOURNEY? 8Altimeter Group – The New Marketing Equation - http://www.slideshare.net/Altimeter/content-the-new-marketing-equation
  9. 9. SOCIAL MEDIA @RADIOSHACK2.0 Youtube MM Total Fans 2.4 MM Engagements400+ Videos Produced 384KCheck-Ins Foursquare 17.5 MM Weekly Reach 10
  10. 10. EXPONENTIAL FAN GROWTH 2009 2010 2011 20121.5MM -1.0MM - 750K - 500K - 0-RS Facebook Launch 100K Fans 420K Fans 1.5MM FansApril 2009 Nov 2010 Jan 2012 Jan 2013 17.5MM Weekly Reach – Unique people who see content. 11 168MM Friends of Fans – Unique friends of our Fans.
  11. 11. UNDERSTAND OUR FANS… 12
  12. 12. PROVIDE MEANINGFUL CONTENT.CREATE RELATIONSHIPS.BUILD TRUST.MEASURE AND IMPROVE. 13
  13. 13. WHAT ABOUT SOCIAL COMMERCE? 14
  14. 14. SOCIAL SMALL ECOMMERCE TRAFFIC 15Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
  15. 15. CONSUMERS STILL TRUSTFAMILY AND FRIENDS… 16Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
  16. 16. CYBER MONDAY 17 Source: Comscore - http://www.comscore.com/Insights/Blog/Cyber_Monday_By_the_Numbers
  17. 17. CASE STUDY – CYBER MONDAY Objective – RadioShack Social Media to provide 24/7 support to drive traffic, engagement, and sales to 24 deals in 24 hours for an overall RadioShack Cyber Monday online promotion.[STEP 1]SOCIAL IS NOT ALONE. PLAN AHEAD. 18
  18. 18. CASE STUDY – CYBER MONDAY Integrated Marketing – Placement of Campaign via multiple marketing vehicles. RS.com Homepage, Email, Digital Ads, Campaign Deal page. 19
  19. 19. CASE STUDY – CYBER MONDAY[APPROACH] LISTEN AND ADAPT. Provide a clue every hour starting on 11pm of what the next hour deal would be. Drive Measurable Conversation. #24dealsin24 Resources were available starting at 11pm Sunday – 12am Tuesday. Listened and Engaged with fans every hour to stimulate and adapt to the conversation. 20
  20. 20. CASE STUDY – CYBER MONDAY[#24DEALSIN24] EASY TOPARTICIPATE. 21
  21. 21. CASE STUDY – CYBER MONDAY[RESULTS] #24dealsin24 was only US brand to trend organically on Twitter homepage. Drove 11.2MM earned impressions. +1,200% in volume of Tweets. 9x organic follower growth. 14% Increase in web traffic. 22
  22. 22. CASE STUDY – CYBER MONDAY[EARNED KUDOS] RadioShacks offers were among the most- frequently shared coupons or offers on social networks during the shopping days surrounding Black Friday. – DataSift, Inc. 23Source: Twitter Business - https://business.twitter.com/en/optimize/case-studies/radioshack/Source: WSJ - http://online.wsj.com/article/SB10001424127887324296604578179750613594258.htmlSource: Bloomberg TV - http://www.bloomberg.com/video/retailer-twitter-strategies-sales-promotions-5h0VZxzCRKusvlZlaLxA4g.html
  23. 23. CASE STUDY – CYBER MONDAY[KEYS TO SUCCESS] PLAN AHEAD LISTEN & ADAPT EASY TO PARTICIPATE 24
  24. 24. THANK YOU.COSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 25

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